Even Joe Terzi, president of ConVis, can’t keep up with all of his agency’s slogans. There’s another one being introduced to attract businesses outside of San Diego, but Terzi had a problem coming up with it.

“What the heck is that one called,” he said, pausing. Then, it hit him: “Have It All Meetings.”

San Diego isn’t alone in trying to come up with cool slogans and advertising campaigns. “What happens in Vegas, stays in Vegas” pretty much set the bar. Those seven words nail that town.

ConVis has yet to come close.

Cities have to be careful in choosing a slogan, said Robert Reid, U.S. travel editor for Lonely Planet, a travel guide. If it sounds awkward, it loses power. It could even prove embarrassing.

“Amarillo: Step into the Real Texas,” Reid noted, is a problem because of the number of cattle there.

“Keep It in San Diego?”

“What is ‘It’?” Reid said, meaning the head-scratching isn’t limited to just me. “It does beg a lot of questions.”

He did get it once it was explained.

It might work, depending on the accompanying information, he said. But standing alone? It’s a tough one.